Klaviyo Flows: Everything You Need to Know


Alicia Gaba

Head of Strategy and Operations

Klaviyo flows

Klaviyo Flows: Everything You Need to Know

Klaviyo flows and how they can supercharge your e-commerce game. So, what exactly is an email flow using Klaviyo? Well, think of it as a series of automated emails that are sent to your customers based on specific triggers or actions they take. Klaviyo's flow feature allows you to create personalized and targeted email campaigns that can be tailored to your customers' behaviors and preferences.

Here's how it works: First, you set up your Klaviyo forms to collect valuable customer information like email addresses, purchase history, and preferences. Once you have this data, you can create different flows that are triggered when certain conditions are met. For example, you can create a flow that sends a welcome email to new subscribers or a thank you email after a purchase. You can set up advanced automation flows that respond to specific customer actions, such as abandoned carts or product views. This way, you can send targeted emails with personalized product recommendations or discounts to re-engage customers and increase conversions.

One great thing about Klaviyo flows is that they give you control over the timing and frequency of your emails. With the Klaviyo schedule campaign feature, you can decide when to send your emails for maximum impact. You can create a sequence of emails that go out over a specific period, ensuring that your messages don't overwhelm your subscribers or get lost in their inbox.

For e-commerce brands, Klaviyo flows are a game-changer. They allow you to nurture your customer relationships and provide a seamless and personalized experience. By using the power of Klaviyo automations, you can save time and effort while still delivering relevant and timely emails that drive engagement and sales. Klaviyo automation flows enable you to create effective and targeted email campaigns that resonate with your customers, ultimately helping you grow your e-commerce business.

What is an Email Flow?

Let's dive into the world of email flows and explore how they can boost your email marketing game. First, what exactly is an email flow? Think of an email flow as a series of automated emails that are sent to your subscribers based on specific triggers or actions they take. It's like having a set workflow for your email marketing campaigns.

Now, when it comes to Klaviyo flows, there are various types you can explore. You have the welcome series flow, which is perfect for greeting new subscribers and introducing them to your brand. Then there's the abandoned cart flow, designed to win back those potential customers who left items in their carts without completing the purchase. It's all about reminding them and enticing them to come back.

Klaviyo also offers post-purchase email flows. These flows are focused on nurturing your relationship with customers after they've made a purchase. You can send order confirmations, shipping updates, and even ask for product reviews or referrals. You can find some great email marketing flow examples online with a list of Klaviyo flows.

The beauty of email flows is that they save you time and effort while delivering targeted and timely messages to your subscribers. With the right email marketing workflow templates, you can set up these flows once and let them work their magic automatically.

Whether you're welcoming new subscribers, recovering abandoned carts, or nurturing post-purchase relationships, email workflow templates are an invaluable tool in your email marketing arsenal. They can help you engage your audience, build trust, and ultimately drive more conversions. Give it a shot, and explore the endless possibilities of email marketing flows!

Top 3 email marketing flow examples everyone should be using:

  • Welcome email flow
  • Abandoned cart email flow
  • Order confirmation post-purchase email flow

Klaviyo Email Marketing Strategy

Next, let's talk about how a Klaviyo email marketing strategy can be a game-changer for e-commerce brands. If you're in the e-commerce game, you know the power of effective marketing, and email marketing is a crucial piece of the marketing puzzle. With Klaviyo as your partner, you have a powerful tool at your disposal to supercharge your email campaigns.

So, how can e-commerce brands use email marketing as part of their overall marketing strategy?

Top three things to consider in your Klaviyo email marketing strategy:

Segmentation. Segmenting your email list is essential for sending relevant and engaging emails to your subscribers. You can segment your list based on factors such as purchase history, location, interests, and more.

Personalization. Personalizing your emails is another great way to increase engagement. You can personalize your emails by using your subscribers' names, referring to their past purchases, or including relevant content.

Automation. Automation can help you save time and improve the efficiency of your email marketing campaigns. You can automate tasks such as sending welcome emails, abandoned cart emails, and birthday emails.

More tips for creating a successful Klaviyo email marketing strategy:

Use clear and concise subject lines. Your subject line is the first thing your subscribers will see, so it's important to make a good impression. Keep your subject lines short and to the point, and use strong verbs to entice subscribers to open your emails.

Write engaging copy. Your email copy should be clear, concise, and easy to read. Use active voice and avoid jargon. The goal is to keep your subscribers engaged and encourage them to take action.

Include a clear call to action. Tell your subscribers what you want them to do, whether it's visiting your website, making a purchase, or signing up for your newsletter. Make sure your call to action is clear and easy to understand.

Track your results. It's important to track the results of your email marketing campaigns so you can see what's working and what's not. You can use Klaviyo's analytics tools to track metrics such as open rates, click-through rates, and conversion rates.

Klaviyo's email marketing flows allow you to send targeted and personalized messages that resonate with your audience. The possibilities are practically endless!

By utilizing Klaviyo's powerful features, e-commerce brands can stay top-of-mind with their customers, build trust, and drive conversions. Email marketing can become an integral part of your overall marketing strategy, helping you engage your audience and boost sales.

Klaviyo Email Templates

We should also mention Klaviyo email templates and explain how they can take your email marketing efforts to the next level. Klaviyo offers a wide range of email templates that are designed to make your emails look amazing without any design skills required.

When it comes to template types, Klaviyo has got you covered.

Email Campaign Templates

First, there are campaign templates. These are perfect for one-time emails like newsletters, announcements, or special promotions. You can choose from a variety of layouts and designs to create visually appealing emails that catch your subscribers' attention.

Email Flow Templates

Next up are Klaviyo flow templates. These templates are specifically designed for automated email flows. Klaviyo's flow templates are optimized for specific goals, whether it's abandoned carts, post-purchase follow-ups, win-back campaigns, or many more. You can easily set up automated sequences with these templates and save time and effort.

Looking for inspiration? Check out some specific examples of Klaviyo email templates including order tracking pages that can inform your own email flow design. These templates not only provide a seamless tracking experience but also showcase creative and engaging designs that can strengthen your brand.

Being part of the Klaviyo community means having access to a wide variety of email templates that suit your needs. You can even customize them to match your brand's look and feel.

Many brands avoid starting from scratch by leveraging Klaviyo's ready-to-use templates. Klaviyo templates make your emails look professional and engaging, helping you make a strong impact on your subscribers.

Klaviyo Flow Examples

Klaviyo email flows for ecommerce are a game-changer when it comes to automating your email marketing and providing a stellar customer experience. Let's take a look at some exciting case studies that showcase the power of some of the best Klaviyo ecommerce flows:

Order Tracking Email Flow Case Study (Felina eCommerce Store)

This eCommerce case study on Felina + Malomo demonstrates how Klaviyo flows can drive repeat purchases by keeping customers engaged throughout the shipment tracking process.

Delivery Exception Flow Case Study (Mira Care)

In this eCommerce case study, Mira Care + Malomo illustrates how Klaviyo flows can differentiate their brand after the buy button. Mira Care sends targeted emails addressing specific delivery issues, such as delays or failed deliveries, and offers proactive solutions to ensure customer satisfaction.

These case studies demonstrate the effectiveness of Klaviyo flows in optimizing the customer journey, improving communication, and fostering repeat purchases. By automating these processes, you can save time while providing personalized and timely messages that resonate with your customers.

By exploring these real-world examples, you can gain valuable insights and inspiration to implement similar Klaviyo flows tailored to your brand's unique needs.

4 Post-Purchase Klaviyo Flow Examples You Should Consider

Best Klaviyo Email Flows

When it comes to Klaviyo email flows, there are certain characteristics that make for the best emails. Let's explore what sets them apart:


The best Klaviyo flows are tailored to each recipient. They use dynamic content and merge tags to address customers by name, reference their specific orders, and provide relevant recommendations.


Timing is crucial. The best email flows are triggered at the right moment. Send order confirmations immediately after purchase, shipping updates when the package is en route, and delivery notifications when the order is delivered.

Clear and concise messaging

Effective Klaviyo flows communicate information clearly and concisely. They use concise subject lines, brief but informative email content, and clear calls-to-action that prompt recipients to take the next step.

Visual appeal

The best email flows incorporate eye-catching design elements, on-brand images, and a visually pleasing layout that captures recipients' attention and enhances the overall user experience.

Klaviyo email flows can deliver a seamless tracking experience while strengthening the brand image with capabilities like:

  • Order tracking emails with interactive visuals and progress bars that show the package's journey.
  • Personalized delivery notifications that provide real-time updates and express gratitude for the customer's purchase.
  • Shipping confirmation emails with engaging GIFs or animations that bring the shipping process to life.

By incorporating these best practices and drawing inspiration from these examples, you can create impactful Klaviyo email flows that engage customers, drive conversions, and enhance the overall customer experience.

Email Automation For Ecommerce

Email automation for ecommerce can be enormously beneficial when it comes to streamlining communication and maximizing efficiency. With email automation, you can set up automated email flows that deliver personalized and timely messages to your customers at various stages of their journey. This can help you nurture leads, drive conversions, and build long-term customer relationships.

Malomo + Klaviyo Email Flows

Malomo is a leading Order Tracking solution that helps Shopify brands elevate the customer experience after customers place an order. Malomo offers customizable order tracking pages and help brands with comprehensive email automation workflow templates to create engaging and effective post-purchase email flows.

With Malomo's post purchase Klaviyo flow templates, you can design and automate email workflows for simple or complex segments of buyers. Whether it's order confirmation, first-time vs repeat purchaser, stalled shipment or where is my order ticket segments, Malomo provides Klaviyo email flow examples and customizable templates that make it easy to implement and optimize your email automation strategy. Learn more about our deep integration with Klaviyo here.

By leveraging email workflow automation, you can save time and effort while delivering personalized messages that resonate with your audience. Automation is a powerful tool to enhance the customer experience, drive repeat purchases, and ultimately grow your ecommerce business.

So, if you're looking to take your post purchase email automation for ecommerce to the next level, consider exploring Malomo's solution and unlock the potential of automated, targeted, and impactful transactional email workflows.

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